Imps!
is a very short word, so the common restrictions of keeping it simple
and clean to improve readability are less crucial. It might even be possible
to run the word vertically as the 'i' above the 'm' will work as a trident.

This
is no grey corporate brand - Imps! should look bold, rash and full of energy.
Something of the medieval gothic here and there while staying vibrant
and current.

Version 2 exaggerates the 'm' and distorts the word to make it unique. The 'i' has been made from part of the 'p' to make a slightly more symmetrical logo:

it also introduces some limited animation to the flame, done as an animated gif in Adobe Imageready. Each frame has been wobbled a little using the 'liquify' filter. To keep the file size as small as possible only the flame itself animates, so it has been done as a slice.

Having established the look, this has been taken through to the little 'home' rollovers on pages such as this (see below left). These have been added as a 'library' item in Dreamweaver, which makes future changes to the logo rollover much faster to apply across many pages at once.